As expected the story about horse meat being found in products that are specified as beef continues to run and run… sorry!
Having already commented on our blog about the need for food products to be more clearly labelled, it also got me thinking about who could benefit from the blunder. As ever when a PR crisis hits the press there are winners and losers and without a doubt Findus are currently taking the brunt – mainly due to the way they have chosen to manage a crisis, which relied on effective, honestly and timely communication with customers, stakeholders and the media.
Yet another shining example of why brands should have communication at the heart of everything they do and a PR team around the boardroom table.
Anyway, I digress.
As a former Yorkshire Dales Lass and someone who is an eager supporter of farm shops, I think this situation is a dead cert for those who are willing to use it to their advantage. I can just picture it now, a big billboard sized poster with the strap line ‘Our horses are here for riding only’ or ‘A farm shop where beef is beef and proud of it’ with a cow looking proudly at the camera.
There are so many quirky and cost effective things you could do with this situation to reinforce the commitment by farm shops to provide fresh produce to customers. This is a real opportunity for those who want to shout about the need to buy fresh and to buy British.
I wonder who will take the bull by the horns and be first past the post with a campaign that will take a negative and use it to their advantage. I’ll have a side bet that it won’t be long before we see one of the local farm shops in the West Yorkshire area putting a few well-placed puns out there.
Has anyone seen any great examples of smaller brands and businesses using this ‘cash cow’ (or should that be horse?) to their advantage? I can’t wait to see them.